Icelandair today begins nonstop service from Denver International Airport to Reykjavik, Iceland. The airline’s ticket counter is located on the west side of the main terminal between Air Canada and Lufthansa.

Denver’s 20th nonstop international destination opens today with the inaugural flight of Iceland- air to Reykjavik, the first new carrier to begin transatlantic service here in more than a decade.

From Iceland’s location — midway between America’s East Coast and northern Europe — leisure and business travelers will have easy access to 23 cities that Icelandair services in the United Kingdom and continental Europe.

Denver Mayor Michael Hancock and other Denver and Colorado political and business leaders arrived Thursday night from Iceland, where they had spent the week exploring economic development opportunities there.

A group from Iceland was on board the same flight with the Denver representatives and plan similar activities here.

“We have been stepping into the market, working with local media, the travel trade and consumer marketing to let Denver know we are coming to town,” said Thorsteinn Egilsson, Icelandair’s general manager for the Americas. “The enthusiasm we have received has been very positive.”

Egilsson said Icelandair chose Denver as its ninth North American gateway after analysis that showed “this was a really good fit.”

“People from Denver have an active lifestyle, and I’m pretty sure they will love the country of Iceland, its landscape and people,” he said.

Icelandair will have four flights a week from Denver International Airport — one each on Monday, Wednesday, Friday and Sunday — with potential for more, Egilsson said. Also, four flights a week will arrive from Reykjavik.

The Denver City Council approved giving Icelandair $1.5 million to cover promotional costs and agreed to waive about $500,000 in landing fees — 100 percent the first year and 50 percent the second year.

The Colorado Economic Development Commission gave a $200,000 grant to reimburse the airline for marketing expenses.

A study from DIA shows the year-round service is expected to generate more than $28 million annually to Colorado — $19 million in tourism spending and $9 million in wages.

An estimated 300 jobs will be created by the service, including 33 direct jobs.

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